Individual consumers modify their own identity and use a brand to define themselves. They then consider themselves part of the group made up of other consumers who identify with the brand. The main aspect of social identity theory is that group members will seek to find negative aspects of an external group. This is to make them appear more favorable.
Consumer identity is the pattern of consumption through which a consumer describes himself. Companies have long known that it is possible to create a shared identity around their products, services and brands, and they have made significant investments to do so. Previous research on gender identity and consumer behavior suggests that gender identity plays a role in consumer behavior and in the construction of consumer identity. One of the most important characteristics of the modern era is the rise of consumerism, which was made possible by the rise of a significant middle class and the availability of different types of merchandise in an open market.
Undoubtedly, the idea that companies can benefit from building a community around a social identity is not new. For five years, the authors have been studying how social identity affects customer behavior in a wide range of industries. It is a persistent social construction that is fluid in time and place and, increasingly, contemporary social rhetoric is being underestimated. The idea that all members of consumer societies are more willing to acquire the lifestyle and identity they want risks painting an imaginary world made of equal opportunities and free self-realization.
The creation and preservation of the self are indicated to others through the exchange of identity capital. Although women were engaged in this activity, their fundamental social identity was that of a “diligent mother”, and the appearance of saving money by washing clothes in a bucket of water instead of three did not strengthen it.